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Honda Shifts to Imported Vehicles Amid Losses

Bloomberg Markets •
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Honda will import vehicles from the US and China to bolster its domestic lineup, as the Japanese automaker faces mounting losses. The company plans to sell the Acura Integra Type S and Honda Passport TrailSport Elite from the US starting this year, taking advantage of certification changes pushed by Trump's administration to increase American car sales in Japan.

Honda's auto business logged a ¥166.4 billion ($1.1 billion) operating loss during the first nine months of the fiscal year. EV-related expenses, including losses and impairments on vehicles sold in the US, have pressured the company's bottom line. Competition from tech-focused Chinese rivals has further eroded Honda's market position, forcing a strategic reassessment.

Honda will also become the first Japanese carmaker to sell Chinese electric vehicles at home, a significant shift for the traditionally inward-focused manufacturer. The company's motorcycle business now serves as its key revenue source amid US import duties and declining auto profitability, reflecting the dramatic changes in global automotive competition.